We harness the power of youth voices & opinions, and help you get answers straight from Gen Z.

For over a year, young people have shrugged off the idea that the app—one that helped them through pandemic boredom—could be taken away in the U.S.

We’re skipping the usual talk about holiday sales, TikTok Shop hauls, or longing for childhood Christmas nostalgia, and going straight to the unfiltered takes from young people behind the register.

In 2024, Gen Z expects brands to facilitate two-way conversations that make space for our feedback in real-time.

Explore why brands face cancellation in 2024 and what Gen Z values in social media activism and accountability on the latest episode of "Ask Gen Z".

Gen Z loves fakes, frauds, and dupes - oh my! But that doesn't mean brands can't cash in on our love of knockoffs.

The American Teen is in search of new hang-out spots, and Gen Z as a whole is sick of socializing through screens. But where do we go to unplug in a world hyperconnected to the online space? 

As night fell and election results became clearer, a quiet resilience settled over the students—a shared commitment to being present as history unfolded.

In the thick of the AI craze, let’s look back at the evolution - and then failure - of NFTs as a roadmap of how to navigate the market when new tech disrupts it.

The relationship between consumers and brands has come to be defined by a new player: the shifting terrain of the online world and the devices that mediate our interactions there.

AI besties, boyfriends, and therapists are on the rise. With loneliness becoming more common, many young people are turning to AI to bridge emotional and social gaps.

Being a Gen Z fave is as lucrative for brands as it is elusive. But, much like the formula to virality, earning the favor of a Gen Z audience can seem like lottery-level odds to work with.

Gen Z is staying in, with 71% choosing home over the uninspired nights out - but there may be a nightlife revival on the horizon. 

Empowering or Problematic? For some, Zyn represents rebellion. For others, it serves as a coping mechanism. Zyn is the latest nicotine craze in the world of cigarette substitutes.

The Darry ring, a gimmicky promise ring with strict purchasing limits, plays on Gen Z's desires for commitment, but also raises questions about the commodification of love in the digital age.

Gen Z has peered into the black abyss of consumerism and realized its excesses are bottomless; in the digital age, there is never a shortage of products on our feeds.

Do you *really* understand youth audiences? - Our Hunch on Why Coach is Succeeding in a Post-It Bag World + Taylor Swift: Icon or Gen Z’s Ultimate ‘Pick-Me’?

Retro tech is bigger than ever, and nostalgia is barely a factor; we’re opting for dumbed-down devices over today’s overly integrated tech.

BookTok is making us read more, but its trends are not immune to the consumerist behavior pervasive in online spaces.

Gen Z reflects on this season’s back-to-school trends, wishlist must-haves, and what brands can do to keep our attention through the semester. 

Gen Z wants to see inclusivity in every aspect of what you do, from product ranges to marketing campaigns - we feel that brands that truly care aren’t afraid to show it.

The best way to know Gen Z, is to be Gen Z - that's why it's best to work with agencies that can give you a direct line to us. 

Mascots aren’t a new thing in advertising by any means, but if you have one, consider making it an Instagram page.

Despite our well-documented love for instant gratification, our items are spending more time in carts than at the register; with so much to buy, Gen Z takes our time considering a purchase.

The intersection of social media and pop culture has launched a new chapter in language evolution—and there are a lot of rules.

Gen Z may not be a big deal to your brand yet - but we will be. So, if you aren’t adapting your marketing strategies to account for us in a major way, you’re behind the curve. 

UGC = un-sponsored content created by people who’ve actually used the products. A.K.A., the kind of content that still maintains the most sought-after attribute online: an assumption of authenticity. 

MiriTheSiren, a content creator and  Chic-fil-a employee gained a cult following on TikTok with her non-sponsored, unbiased reviews ... That is, up until she posted a video informing her audience that, to keep her job, she’d need to stop doing review content. 

Gaining a Gen Z cult following is no easy task, but it is well rewarded if achieved; our crowd just brings a certain kind of cool to the table. But to bag a Gen Z audience, your brand has to find a way to stand apart in the crowded digital space.

Our generation’s relationship with the online space is not static. As we get older, so does the internet; for better or worse, we’re growing up together.

The verdict is in: if you want to ban TikTok, the US government will have to pry it from Gen Z’s cold, dead, carpal tunnel-ed hands.  Unfortunately, recent legislation is ready to call that bluff.

Ever come across a branded post on social that made you immediately cringe with secondhand embarrassment? ... Well, that is called an ICK.

We are the most diverse generation on earth - homogenous marketing tactics just don’t work with us. 

Gen Z is chronically online - and with a little work, you can be too. At least, your brand can. These are the top platforms where we spend the most time and the differentiators between our consumer behaviors across them. 

Quiet on Set didn’t surprise Gen Z - but it did reveal an industry-wide institutional malpractice within Hollywood we want to upend.

Diversity and inclusivity are core values of our generation, and we bring them into the office with us. Natural hair is celebrated and specially styled for the conference room; our self-expression is curated for corporate rather than filtered.

Our walls are thick, and our internal ad-blockers are sensitive; it takes a certain kind of brand not to set them off. An honest one. And in Gen Z’s world, that means more than the traditional expectation.

As the first true digital natives, we are driving seismic shifts in consumer trends, not to mention dropping billions into the global economy through our spending decisions. What does this mean for brands?

Innovation isn't just about flashy new products – it's about reimagining the entire brand experience. From immersive digital experiences to innovative business models, Gen Z wants brands to think outside the box.

No more same-old, same-old - here’s what you need to do to keep Gen Z’s attention in 2024. 

Beloved Dance Moms smart-alec, family-channel TV personality, international hairbow titan-of-industry - Jojo Siwa has had many eras. According to the internet, this newest one is the worst.

Gen Z is loud about what we care about; we believe that everything from what we wear to what we buy is a statement of who we are ...But where can brands find alignment with what Gen Z cares about? 

When it comes to brand loyalty, Gen Z plays by new rules - the ones we set. But unlike past generations, Gen Z does brand loyalty differently - and notably, we’re never afraid to switch it up.  

Gen Z has spoken: Alter reality, but don’t dupe it. The next great frontier for AR & VR? Advertising - specifically to Gen Z.